Online retailer Betty Mills can spot a good business opportunity when it sees one, which is why seven years ago it began testing the healthcare equipment market to see if consumers and small businesses would buy medical supplies such as bandages, canes and walkers online.

Once it began selling those products online, sales followed. Today, healthcare equipment and supplies is Betty Mills’ biggest and fastest-growing segment. While total web sales for Betty Mills grew about 13% to $14.8 million in 2017, healthcare product sales grew nearly five times faster, reaching $8.6 million. “Our future is squarely focused on healthcare,” says Betty Mills CEO Victor Hanna. “It will be 75% of our business this year.”

As consumers spend more out-of-pocket on healthcare and take on greater responsibility for managing their own care, they’re finding themselves buying more medical equipment and supplies, and many are going online to do so…

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